Nothing recently launched its Nothing Ear (2), their second-generation of wireless earbuds. CEO and founder Carl Pei took a lighter approach to launch their earbuds through an innovative YouTube video. Carl Pei is well-known for his review videos of smartphone like iPhone 14 Pro and OnePlus 11 on the Nothing channel.
The video begins with the content team of Nothing planning to shoot Carl as a tech YouTuber. The team invites the CEO to customised studio based on the background and setups of top tech YouTubers like MKBHD, Mrwhosetheboss, iJustine, and Technical Guruji.
The content team guides Carl on how to speak and demonstrate the unboxing and features Nothing Ear (2) based on the specific voice and camera style of the YouTubers.
The video also gave a peek into the work culture at Nothing Headquarters. We see an informal yet professional rapport between the founder and the team.
While we are unsure whether the video was conceptualised with or without Carl’s knowledge, the launch video stood out as one of the most interesting and innovative launches in the recent times.
Nothing Technology Limited, a consumer electronics maker is headquartered in London. The company is known for the Nothing Phone (1) which features a unique glyph lighting interface. Founder and CEO Carl Pei was earlier the co-founder and designer of the OnePlus smartphone.
P.S: Watch the complete video for an interesting outro.